Collaborative Care Model Marketing Campaign
American Psychiatric Association (APA)
Strategy Development, Budget Management, Copywriting, Creative, Direct Mail Copy and Creative, Email Automation, Email Copy and Creative, Landing Page Development, Paid Search, Project Management, Remarketing, Timeline Management
The Collaborative Care Model (CoCM) fosters collaboration between primary care and mental health professionals. The initiative needed to increase the number of primary care clinicians engaged in its cornerstone online education.
Our challenge centered on developing an effective marketing strategy to engage busy primary care professionals. We started with a simple goal: build a contemporary, cohesive, integrated approach that would resonate. And we needed to support it with detailed planning and execution so it would hit the market in a very tight timeline and with a very specific budget.
We initiated a detailed strategy development process to align priorities and identify important goals and needs. Our approach leveraged contemporary online marketing tactics: content marketing, email automation, paid search, and remarketing. We developed a seamless, integrated approach to copy and messaging across all offline and online touchpoints. Provided recommendations for content downloads. Developed a complete direct mail strategy. Handled creative across all channels and tactics. And created a multi-month email automation series to nurture professionals into engaged participants.
Launched fast-paced, 4-month, national marketing campaign for primary care physicians
Benchmarked A/B testing on landing page calls-to-action
Direct mail campaign geo-targeted physicians based on rural location, practice size, and more
8,000,000+ impressions through online campaigns
1,100+ conversion actions